How Mobile Marketing Increases Prospects for Brand Interaction
The consumer experience. Simply implying these words leaves marketers confused on where to begin. Everywhere you look the consumer's retail experience is being transformed by internet-enabled smartphones, shopping apps and comparison tools. Every article you read talks about how power has migrated to the consumer's fingertips. But it's not a one directional campaign. Mobile technology also empowers retailers because now the customer experience begins before they've even entered the store … and continues long after they've left.
Consumers are left with an array of choices to choose from, not just yours. Very little stands to differentiate you from competitors for the consumer really. Therefore, the experience for the shopper is a strong influence for repeat business. To ensure a positive experience for shoppers, relationships needs to be built. Building relationships with your customers is key in creating a well-rounded consumer experience. Relationships often start with a simple handshake. When you meet someone for the first time and extend your hand in greeting, you're offering to build a relationship with them.
Technology also empowers brands in acquiring information about its customers. Actively engaging with your customers through online tools like surveys teaches you more about their tastes and preferences. This is an integral part of forming a relationship with your customer.
Build relationships through email campaigns
Email remains the most powerful communications tool of the internet; don't discount it. Email still offers the ability to generate solid relationships, despite how crowded consumers’ inboxes are. It remains a great direct communiqué channel with the ability to convey relevant content.
Online apparel retailer ModCloth has put a lot of thought and creativity into its online marketing campaigns, specifically its email communications. By being transparent in its communications, ModCloth allows its subscribers to regulate what they want communicated to them.
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